Better narrative brings a better perception

Every brand has a story to tell. Whether its to position Amul as the taste of India or like Reliance Jio to disrupt the entire telecom industry.Its based on the narrative on how their brand is being perceived by the people.

Personality matters

Building a brand with personality is the key to find a better narrative which builds it from the ground up. From the logo, advertisement videos to even print ads the same narrative should be made clear. For example, Raymond had a 94-year-old journey from an “In life's lighter moments” to “The complete man” showcasing from an era of angry young men to soft, caring and sensible men. In between when the story focused too much on men and not on their products, attention was reeled back in with “Feels like Heaven…Feels like Raymond”.

Creating an emotional attachment

A key part of any agency is to create brand loyalty. Having a loyal brand following is done by making people relate to the brand as part of their life. The best example was the comeback of Nestle’s Maggi after their ban. Instead of going for a complete rebrand as many others did, Maggi just made themselves out as an emotion by making their loyal customers share their Maggi moment. They even brought out an impressive #WeMissYouToo campaign during the ban to maintain their persona.

ROI to KPI

While maintaining brand awareness, it is also important to achieve the goals set by the brands. There should be a constant dialogue from iterating existing plans to scaling the business. Since the evolution of a brand never stops, so doesn’t the agency’s involvement.

Showcasing achievements

Rather than showcasing clients on the agency portfolios, creating case studies on the role played with each client makes it easier to assess the capability and creativity along with creating an opportunity for interagency learning. This also makes way for collaboration with like-minded entities and new opportunities.

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